Sales Force Productivity Conference

16-18 October | Atlanta | Ritz-Carlton Buckhead

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Justifying Your Attendance to Your Firm’s Leadership

We’ve prepared a “justification letter” template below. You may find this useful in communicating to your leadership the benefits of conference attendance. This general template will get you started. Copy and paste the text below, or use the link to email it to yourself. You can then customize the contents as appropriate.

Subject: Conference Attendance Approval Request- 2017 Sales Force Productivity Conference, 16-18 October

Dear Decision Maker Name,

I’d like your approval to attend the Sales Management Association’s 2017 Sales Force Productivity Conference, 16-18 October in Atlanta. [A link to the conference website is here:].

The conference is unique in its focus on sales productivity and sales force effectiveness. Attendees and presenters are cross-industry and include some excellent companies. To date, committed registrants include leaders from ADP, Aspect Software, Benco Dental, Blackberry, Comcast, Consolidated Electrical, Equifax, Fiserv, Gulfstream Aerospace, HubSpot, IHG, LexisNexis, Mack Trucks, McKesson, MedAssets, Merial, Oracle, Palo Alto Networks, Reliance Standard, Schlumberger, Splunk, TPG Capital, UPS, US Cellular, and many more.

The conference consists of educational presentations, panel discussions, and workshops – more than 25 individual sessions in total. Attendees are sales managers, senior sales leaders, sales operations and enablement leaders, and corporate learning and development professionals that focus on sales manager development. I also like the focus on including practitioners (not just vendors) in every session. And the networking opportunities are also excellent at the conference.

Topics covered in the various sessions include [Select those most relevant to you]:

  • Aligning sales and strategy.
  • Sales analytics and reporting.
  • Sales manager learning and development.
  • Sales force technology investments.
  • Sales operations effectiveness.
  • Sales performance management.
  • Sales force motivation, incentives, and compensation.
  • Defining organic growth priorities.

The approximate investment for my attendance is as follows:

[Fill in based on your specific circumstances]

Roundtrip Airfare: US$ Enter Amount

Hotel: US$199.00 per night (before taxes and fees). This is a special conference rate that represents an excellent value for the Buckhead Atlanta area. I estimate total hotel fees to be [US$398.00 (two nights) or US$597.00 (three nights)] before taxes and fees.

Meals: US$ Enter Amount (Two days of lunches and breakfasts are included in the conference fee.)

Conference Fee: US$1,125.00 this amount includes a one-year Sales Management Association membership (normally US$450.00 by itself).

Incidentally, the Sales Management Association offers good discounts for multiple attendees. If we decide to send additional attendees after I register, the Sales Management Association will apply the multiple-attendee discount to the subsequent registration fees.

Given the benefits to [your company name] of keeping up with in best practices in sales effectiveness this is an unmatched opportunity.

Thank you,

Your Name

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Hotel Info

The Ritz-Carlton Buckhead
3434 Peachtree Road NE
Atlanta, Georgia 30326 

Tel. +1 (404) 237-2700

Make a hotel reservation


+1 (404) 963-7992

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